Your One Page ELF Marketing Plan | Joe Polish & Dean Jackson

One of the things when you start looking at your marketing, the thing that we want to focus on is do you have a framework that you're looking at it from? Right. What's the lens that you're looking at and evaluating all of your marketing from?

Okay, we should be live. Hello, this is Joe Polish on Namibia. My partner's in crime. My partner in crime. Not really crime. It's not really. It's a crime to not share what we're about to share to everybody.

That's true.

So those of you that don't know Dean Jackson, we've known each other for over 20 years. He's one of the smartest marketing minds on the planet. How many of you ever had a squeeze page? If you want to call it that? What's another term for a squeeze page?

A landing page. An opt in page.

Yeah, what else? What other names?

Lead.

Yeah, yeah. So, well, so the page where you actually enter your email to go to the next page. How many of you ever used anything like that in your business? Okay, so you can thank him because he invented it in 1997.

Wow.

And now I would imagine hundreds of millions of people use this mechanism that you probably.

Yeah, I should have had the standard royalty agreement where I get everything to the right of the decimal point.

Yeah, but you weren't that smart.

You were smart.

Yeah, so anyway, but yeah, so Dean is a super amazing thinker and he likes creating a friction free life. So let me set this up before we go into an elf marketing plan and how this will apply because we're not going to solve a marketing plan in this session. We're going to start it. And I would like this to become something that becomes just a way that you actually do business. And so I want to create some frameworks around it. I would like to go through before, during, after, go through the eight profit activators. But what I want to have you think about first is you can have a marketing plan. And there's a lot of different ways to describe marketing plans. And for the last year, I've gone back and read things that I've read in the beginning. Like Dan Kennedy wrote a book many, many years ago called the Ultimate Marketing Plan. And there's all kinds of different books that are written about marketing plans. And I started thinking, well, there's all kinds of advertising or marketing or planning or things you can do. But I like the distinction of easy, lucrative and fun. So how do we have you do your marketing in a way to where it is as elf as possible because you can have an elf business, which is easy, lucrative and fun, or you can have a half business, which is hard, annoying, lame and frustrating. So to have this not become sounding just corny or something that's like, yeah, I really want that, but you really don't have that to create it as a way to think about what in your business is elf and what in your business is half. And in order to get to an elf business, it's probably not going to be very easy to set up elf in the beginning, although it could be. And we're going to go through what we think could be ways to think about this. But when I think of elf, I think of things that are automated. I think of repurposing, I think of replication. For instance, both Dean and I learned marketing when there was no Internet. And so we had to rely on the written word, we had to rely on advertising. And so I studied Gary Halbert. That's how I first learned marketing. And who did you first learn marketing?

Yeah, Gary Halbert, J. Abraham, Dan Kennedy, the big three back then.

Yeah, same here. And so when I first met Gary Halbert, he personally introduced me to Dan Kennedy. And then Dan Kennedy wrote a lot of my sales copy for the first nine years of my business. And one of the things that Gary would say is there's three things you need in order to sell something. You need a product or service, you need a sales pitch and you need a delivery system. And what to this day most business owners focus on, what do they sell and how do we tell people about it. And in the middle there, the sales pitch or the marketing message or how you communicate is, it has so much to do with the effectiveness of how you deliver it. Because there's an endless amount of people that are willing to offer you something or take money from you in order to get a message out. But if you don't tie it all together and then the other thing is, well, who are we even trying to communicate this to? And so there's a process on how to think about this. And we have a single form that we're going to a tool that's in front of all of you. And it's this tool here. And Dean and I are going to show you a filled out version of this which we're going to go through. But what I first want to do is just have you think about what does it even mean to have something be elf versus House? So an example, why don't you say this and then I'm going to talk a little bit about consumer Guides so they can see how I parlayed one single thing into a variety of automated, replicatable methods.

Yeah, this idea of having one page plan. I love Joel's idea of filling in the blanks for the introduction because it gives you a track to run on, and it makes it really easy that at least you're getting the right elements of it there. And when Joe showed me this, it's just a really simple way to select the target market to decide what it is you're going to offer them, how it's going to be communicated to them, and what the value that it's going to create. That process is duplicatable. You do it again and again and again for each offer that you want to make to people. So, yeah, really an easy, lucrative, and fun process.

Totally. So how many of you listen to our podcast? I love marketing. Okay, great. How many episodes do we have now?

300 and something. 340.

337. So one of the things that me and Dean started doing from the very beginning is we wanted to. We would have these great conversations. This is, I think, back in 2010 is when we started it. So in 2009, I think it was like December 2009.

Yeah.

Right after that, we were having a conversation, and we spent about an hour just talking. And one of the reasons I like things like Genius Network is I like discussions. And even though I've read a lot of books, I've read over a thousand books, and I've gone to a lot of seminars, the one commonality between every great breakthrough that I've ever had is it's been. Been a discussion, either a discussion with another person or a group of people or a discussion with myself. And so me and Dean had just had a great conversation. And I said, man, could you imagine if we had that recorded and other business owners could listen to it? And Dean was already doing a podcast, Marketing Mondays for his people in the real estate niche. And I had done my very first podcast with Alex Mendozian back in 2005, 2006, right when they first came out. No, but I mean, me and Alex were on it, and. Yeah, you were. Yeah, you had helped put that thing up, so zip it. So anyway, and so Dean was already doing this, and so we just said, let's do a podcast, but let's give out so much value and not even try to sell anything. And so if you ever listen to the first beginning episodes, we didn't. We didn't. We didn't pitch anything. We didn't try to Sell anything. And I said, let's give so much value. Let's not have advertisers or sponsors, which we never have. And I'm not saying that's a good or bad thing. It's just we never did it. And so if you look at the original reviews, people are like, I don't get it. What are you guys doing?

Sell us something.

You're teaching us how to market here. Now, there's a point with this. Is there something that you have, like Dean Jackson has this great line and I want you to write it down because it has to do with the development. And many of you, most of you are not going to come up with that today, but he has this great line which is a compelling offer is 10 times more powerful than a convincing argument. A compelling offer is 10 times more powerful than a convincing argument. And if you're watching us at home or surfing, because people can watch Facebook.

Live while they're surfing, that's amazing, isn't it?

Yeah.

God bless America.

Yeah. It doesn't need to be American to be Spain or Australia. I think starts there. I think Australia make America great again. So basically, a compelling offer is 10 times more powerful than a convincing argument. And if you can come up with an offer that is so powerful, you are not in the convincing business. You're in the attraction business. And so as we develop an elf marketing plan, one part of having an elf thing is having something so desirable, you don't have to exert enormous amounts of effort to try to have people buy it. And there are things that are bought and other things that are sold. As an example, you're going to go to lunch and you're going to go buy food. People go and they go to movies and they buy clothes, things like groups. Most people wake up, you know, not thinking, oh, you know, I really need to join a $25,000 a year group. You know, I need to join a $100,000 a year group. There's, there's many things that you have in your business, people in the room here that have got to be sold. And so the difference between selling and marketing is selling is what you do when you're on the phone or face to face with somebody. Marketing is what you do to get someone on the phone or face to face with you properly positioned. So by the time they're talking with you or one of your team members, they're pre interested, pre motivated, pre qualified and predisposed to give you money. So marketing is selling in advance. That's what makes selling Elf. And if you do your marketing right, it makes selling easy and ideally unnecessary. So if you do the right type of marketing, if you have a sales force, which many of you do, you could have hundreds of salespeople or you can have one, but it's great. Marketing will in many cases replace the need for salespeople, or it will just enhance their ability to make sales simply because, like our friend Robert Cialdini, he wrote his most recent book is pre Suasion. Marketing is the pre Suasion. It is what you do before the sale. And so the more that you can set up the marketing to can and clone yourself. So there's a Gary Halbert quote on the wall that says any problem in the world could be solved with the right sales letter. Where's Jody at? Okay, so Jody is a master at training people how to sell with the Sandler sales system. He wrote a book called the Contrarian Salesperson. And we've, you know, we're in strategic coach earlier this week. We were together for a little bit yesterday. We spent a lot of time. He really knows how to teach people how to sell. And that is a great skill because most of you wouldn't even have businesses if you weren't at some point effective in selling. What it is that you do now, the greatest salesperson in the world is limited by the clock. I mean, no matter how good you are at selling, you can only talk to so many people at a given time. So the right ad, the right video, the right campaign, the right promotion that is replicated where you can can and clone yourself. So the first thing I learned from Gary Halbert is how do you can and clone yourself? So, so here I was, selling carpet cleaning, learning marketing, never thinking I would teach marketing to anybody. But I was a deb broke carpet cleaner, living off credit cards, and I needed to survive. And so I learned marketing, never thinking I would sell it to anyone. And when I heard the term any problem in the world could be solved at the right sales letter. There was no Internet. So the very first, and I'm only reiterating this, many of you know my story. You've heard the beginnings of all this. So I'll try to do the quick version of it. So the very first sales letter that I wrote was I hired a copywriter for $1,800 and I spent a month talking to this guy on. We'd set up appointments throughout the week, and I'd teach him about how to choose a carpet cleaner. And I created a consumer's guide to carpet Cleaning and it was. Read this guide and discover seven questions to ask a carpet cleaner before you invite him into your home. 8. Mistakes to avoid when choosing a carpet cleaner. Crawling Critters and crud. A guide to the slime, grime and livestock that's seeping, creeping and galloping through your carpet. 6. Costly misconceptions about carpet cleaning. Which method cleans best? The difference between value and price. How to avoid. 4 Carpet cleaning rip offs and how to get your carpet cleaner to 100% guarantee their work. Now, prior to having all of those things identified, everyone that would call me up would say, what?

How much do you charge?

How much you charge? Because they have no other criteria for making a buying decision. So if you don't have a system for selling or marketing what it is you're selling, you, you're always at the mercy of the consumer system for buying, which is always price. So all of the stuff that we can do before then to not make it about price, that will create an automated way for you to sift, sort and screen the right prospects that you want and repel the ones that you don't. By the time they get into your funnel, into your system, into your world, you want them as pre interested, pre motivated, pre qualified and pre disposed. And so what I started doing, instead of name, rank, serial number advertising, which to this day, so we would always be like image advertising to say your name and your phone number. There was no Internet, there were no websites, there were no social media. It was literally what do you sell, what's the name of your company, what do you do and your phone number. Today it is actually worse than it was then because there's so much of this emphasis on, on looking good and being everywhere. And that's great. But the only thing worse than singing the wrong note is singing it louder. And so there's a lot of people that have the wrong note and they're replicating it through every possible way you can communicate it. But what if you could? Like the funny thing is, a lot of the stuff that I do in Genius Network with websites and stuff, I have a love hate. I don't even need a website in order to make Genius Network work. I can do the whole thing through by referrals and through direct mail. And a lot of you don't need a lot of things that you're persuaded into believing are so important in order to make your business work. But what everyone does want is they want to identify a hungry crowd. It goes back to the do you know the hungry crowd Story do you want to tell that?

Well, Halbert would ask people if we're going to open hamburger stands or open a business and I'll let you have any advantage that you want. What would you choose as the advantage that you would like in opening your hamburger stand? And some people would say, well, I want the best tasting burger in town or I want the biggest burger in.

Town or I want a great staff.

I want a great staff.

I want all these, the location, location, real estate, location, location, location.

And Gary said, okay, you can all have that. All I want is a starving crowd.

Hey, I hope you're enjoying this video and I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below in the description. Or you can wait till the end of this video or you can Simply go to joe'sfreebook.com and you can get a copy there.

And that's really the truth is if you've got a starving crowd. I actually ran, my friend and I had a hot dog stand in college and we had a contract with a nightclub that we were the only. They didn't serve food in the place. We were the only place that you could get food. We could set up right outside the entrance, literally from 9 o' clock to 1 o' clock in the morning on Thursday, Friday, Saturday night. We would literally print money. I mean, it was non stop usurious pricing and I mean it was the best thing ever. But that was like we sold more hot dogs in those limited hours than we would if we were taking that hot dog cart, putting bells on it and parading it up and down neighborhoods all over town for the rest of the complete hours of the week, a starving crowd being in the right place.

So in the way that I would explain it. So if you are a healthy eater and you go to a sporting event, you go to a game now, they've actually gotten much better. As you know, it's almost like restaurants are starting to get better in airports. Like Phoenix in the last few years has actually put good restaurants in the airport. But you go back five years ago, it was horrible, right? I mean, if you want to eat anything remotely healthy, it is just not going to happen. Cinnabon didn't, Right?

Exactly.

Yeah. And so if you were to go to like a, like, you know, a basketball game and you didn't have time to go to dinner and you went there and you're like, ah, you know, I'm not going to Eat cotton candy and hot dogs and popcorn and sodas and pretzels and. And you just like, I'm not going to eat it. And then an hour goes by, and then two hours go by, and you find yourself eating some crappy food. Why? Because of supply and demand. There's just nothing else available. So if you're in a situation where supply and demand is on your side. And I used to use this analogy all the time when I did seminars to carpet cleaners, because here's the beauty of me learning how to sell carpet cleaning is I got into a business selling something nobody wants to buy. Nobody wakes up and says, I can't wait till the cat pisses in the corner. Or like, you know, someone like. So I got into a business where, like, I'm selling something nobody wants to buy. And if you have to actually figure out how to use marketing to effectively sell something, nobody really wants it. Actually, you really get into the psychology of it, because really what marketing is, is applied psychology. You know, you want to. As Robert Collier said, he's a copywriter. He said you want to enter a conversation that's already existing in the prospect's mind. And there's other sayings, like, you know, if you want to sell what John Smith buys, you got to see through John Smith's size. So you got to understand the prospect, you got to understand the client. But the thing is, if, like, everyone's starving, it doesn't matter how good the food is, they're going to buy it. And so I would say, you know, if the world supply of toilet paper ran out tomorrow, and you happen to have, like, a bunch of rolls of toilet paper in your house or a garage full of toilet paper, you don't need a website, you don't need a big social media following, you don't need a webinar. You don't need a great ad. You literally could get a cardboard sign. You can put it, you know, outside the front yard and. And say, I've got toilet paper, $50 a roll, and you'll sell all the toilet paper. Because people must have toilet paper, right? Maybe not, but it helps. So the point is, when supply and demand is on your side, you don't need to be a great marketer. But the more competitive things are, the better it is. So a lot of people can be successful in spite of themselves without being great marketers, because in some situation, they just have things dialed so that they're still able to sell stuff, or they've built a sales force in order to do it. And they didn't really rely that much on marketing. But whenever you add and do some of the things that me and Dean are going to start here, and this is going to be an ongoing process in Genius Network, and it's never going to end. So as we talk about an ELF marketing plan today and start with a single page, what eventually we will have is we will have digital things that you can track, and we will also have physical things like big wall calendars that are ELF marketing, things with stickers that you put whenever you're going to do a particular campaign. All of those things I'm going to develop, but I'm going to develop it through the feedback of what we have you guys do. And I see where it's working, where it's not working. So we're inviting you to play a game with us. And the game is, let's really set up your business to be as ELF as humanly possible. And in order to do that, we need to give you some frameworks and some context on how to think about marketing, understand what effective marketing is, and apply it. And this alone should absolutely transform not only the way you run your business, but actually how you save your time. Because the beauty of ELF marketing in replicable automated marketing is it's not just one of the most ethical, effective ways to offer what it is you're offering. It will save you a tremendous amount of time. Because if you can can and clone yourself and you can replicate yourself and you cannot waste a bunch of time, then it matters. So what I'd like to do is have you explain before, during, and after so that you can look at three different ways of looking at your business. And I'd like you to go through the eight profit activators, and then we will have people fill this out.

Okay, perfect. So one of the things when you start looking at your marketing, the thing that we want to focus on is do you have a framework that you're looking at it from? Right. What's the lens that you're looking at and evaluating all of your marketing from? And so we've been for years now on I love marketing. Talking about this process of dividing your business into three individual units. So we call your before unit, your during unit, and your after unit. And you think about it like this. The during unit is the part of your business that does what it is that you do. If you're a financial advisor, it starts from the moment somebody says, can you help me build a financial plan? You start, you work with them all the way through. You Help them get their plan in place. Everything that you're doing as you're advising them is all your during unit. The before unit of your business is, and we think about it as a separate unit, almost as a supplier to your during unit that is only responsible for finding people who want to do whatever it is that your core business does. So we're detaching it from your business. And it's important that we do that, even just mentally making that break. Because what often happens is everybody looks at their business and sees that all the urgency, all the busyness of your business happens in the during unit. And if people are busy, busy, busy in the during unit, and then they're also tasked with when business is slow, going to the before unit and finding people. It's not the same as having somebody who's 100% sole focus is to run the before unit of your business and always be finding people who want to do what it is that your business does in the during unit. And then the after unit of your business is about nurturing lifetime relationships with the people that already know you, like you and trust you and orchestrating referrals. And when we lay this over every business, it's universally applicable. We call this the breakthrough DNA process because the eight profit activators that we talk about on I Love Marketing. And by the way, everybody in Genius Network has access to all of the I Love Marketing conference videos that we did.

Right.

That go in depth on, we spent, we did two conferences, recorded everything. It was all about going deep on the eight profit activators.

Right. So if you want to go through that, you have access to the online course and what we're going to mail out to everyone, or you can just literally if you want, just so you know, it's there for anyone that works with you and your company. We have breakthrough DNA on ilovemarketing.com and if you download the breakthrough DNA report, it will walk you through what Dean is explaining right now also. So it'll be a reinforcer.

Yeah. So when we look at that now, you can go and look at these eight profit activators and see we call them DNA because these eight profit activators are universally present in every business. They're there whether you're paying attention to them or not. And you're going to see that as you overlay it on your existing business, how it applies to you, how you're either it's either growing or slowing your business. As we say, you're either focused on it or you're not. But the awareness of it is going to help you get some clarity. Now when we look at those, when we look at each of the eight profit activators, they're going to manifest differently in a chiropractic office than they work in a financial advisory or as a copywriter or as a construction company. Whatever it is, it's all going to be different, but they're universally contextual. That's what helps when you have a context for things that we're all kind of speaking a common language or working from the same sort of marketing operating system is probably the best way to think about it. A blueprint. That's why we call it the breakthrough blueprint. Like that. Now when we're going through this, the way that I'm always looking at these things is I want to look for what's the biggest breakthrough and what's the most immediate thing that we can do to make an impact. And so we're constantly scanning your business and looking for those opportunities. And so it would be a good thing to think about. It's almost like if we were going to try and improve your golf game, if I'm trying to make you a better golfer. The thing that most people think about when they want to improve their golf game is they want to get a new driver and they want to go to the driving range and learn to hit the ball 20 yards further, which would be the equivalent in marketing of going and getting a new ad or building a new funnel. But the reality is, if our goal is to improve your actual golf course score, the best thing we could do is to make you a better three foot putter. Right. If we could stop you missing three foot putts, you're going to immediately improve your game and then back up and make you a better 10 foot putter and then improve all of those things. So the equivalent of that right now is you've got opportunities in your business right now that don't require going out and finding new people. Right. You've already built relationships with people. And if you think about this, think about what would be the best thing that you could do next with the people who already know you already like you would already love to get more help from you and offer that to them. That's the very easiest, lowest hanging fruit that somebody can do. And that's the example that I used for, for when we filled out this, the one page marketing plan. And I think that what I would love is if we could maybe go through that process now and have you think about that for your business right now because this is something that literally you could execute very quickly and you could even do it today and have results by tomorrow. This is something that could work so quickly for you. So I want to focus on that now. Then the next thing is to focus on the people who are unconverted prospects, people who inquired about working with you. Does anybody have an inkling or a feeling at all that over the last six to 12 months that there may have been some prospects that fell through the cracks? Does anybody feel like that? Yeah. And so if we can go back and re engage with those people with a simple nine word email, just a simple email, just asking them, hey, are you still interested in this? I mean you see all of these things, these little nine word emails. I use them all the time. I mean we have our 90 minute book company and somebody was saying, oh, I just got an email from you asking me if I wanted to write my book this month. Was it you, Paul? Yeah. So like basically every month we send out an email to people and say, hey, would you like to get started on your book this month? Just a simple thing because remember I mentioned that there's only two time frames now or not now. And every time we send out and ask people, hey, would you like to get started on your book this month? Yes, I would like to get started on my book this month. And that it always happens that way. So there are prospects in your business right now that are just waiting for you to ask them to get started. They haven't converted yet, but they're just waiting for you. Then the third step is to look now at where is the biggest breakthrough available in your business. So we're constantly looking and scanning your business to see where is the thing that has the most potential to grow. I'm not talking about, you know, we don't call this the incremental improvement blueprint. It's the breakthrough blueprint. So we're not interested in testing the blue buy button versus the red buy button for a marginal increase in something. I'm looking for something that could be a big impact. There was a great article in, remember Business 2.0 magazine. Yeah. So back in, I don't know how long this was, but it was one of the most impactful things that I ever read. It was an article about Gamal Aziz, who is the guy who ran the MGM Grand. He came from the Bellagio, ran the MGM grand, which at the time, it may still be the largest hotel in the world. But he's moved on now to Macau with Steve Wynn. But when he came into the MGM Grand. What he did was he would look at all of the components of the business. He laid it all out and he started looking at things. And his question would always be, well, how high is high? How much could we be doing here? Not like, let's focus on inching everything up for a, across the board, 20% improvement on something. He's looking for things. So he would look at the MGM being the largest hotel in the world, 5,000 rooms or some crazy number like that. He would sit in the entrance of the hotel and he would see people night after night coming out of the biggest hotel in the world, getting in taxis and leaving to go somewhere else. And he'd say, where are you going? And they go, we're going to Nobu or we're going to Spagos, or they were going to all these destination celebrity restaurants in the city. So he looked at their restaurants. They had a restaurant that was profitable, doing $4 million a year. Highly profitable. Nobody would look at it and say, oh, this is a problem. But he knew that if they had a celebrity restaurant in there, that they could probably be doing $8 million a year instead of $4 million. So he went into the board and his philosophy about all of this is he'd look at that number and he'd look at what they were doing, and he would count that as a loss. So he'd say, we're losing $4 million a year from our profitable $4 million a year restaurant. So he convinced the board to let them tear out the restaurant. Same footprint, same space. Partner with Michael Mina, opened up Nob Hill. And in the first year after opening up, they did $11 million. So he went through all of the components like that. He looked at all the retail that they had. They had a nice salon that was doing $40 haircuts, a functional salon. They got a celebrity salon. Now they do $400 haircuts. They had a show called FX that was doing $28 million a year in ticket sales. He knew that if they would partner with Cirque du Soleil, that they could probably do $80 million a year. Went to the board, ripped out the theater. Partnered with Cirque du Soleil. Now they do $120 million a year in sales from the same space. They had their top floors. They had these suites that were high roller gambler suites that they would basically give to people. He realized, we're not a gambling hotel, we're a convention hotel, right? They're not looking. They're not competing with Caesars or things like that. For the pure gamblers, they're the biggest conference hotel in the world. So they convert the top two floors to sky lofts, which now they rent to conventioneers who want to impress and use them for parties for the conventions that they're having. Somebody's come into concrete World and they rent these suites for $3,600 a night. And they're a profit center now, booked solid for all the conferences. And that philosophy of kind of taking this approach, starting with number one, the people who already know you like you. What's the highest level thing that you could do for them? What would be a dream come true for them? Number two, going and looking at how can I reconnect with the unconverted prospects? How can we re engage with those people? And then third, scanning and looking for what's the biggest opportunity in my business. What's the, the thing that if I could work on just this and get it all the way, what would be the highest level of thing that I could do with this particular division? What's untapped potential? And if you take that approach and start overlaying the eight profit activators that we talk about, that's like the most setting yourself up for the biggest breakthroughs.

Totally total bonus time, by the way, for the rest of the year. Everything else, talking to the mic, please.

That's total bonus time for me. Forget about the 250,000. That's a $2.5 million idea that that whole concept pays for 10 years of this program for me.

Awesome.

Thank you.

That's great.

Yeah. You know, I mean the thing that Gary Halbert, like we always say, is that people are so busy stepping over gold coins to pick up the bronze and silver. So if you can identify where the gold coins are and really focus and build those. Because everyone, you know this program that I just did with John Ratliff that we're going to sell for $10,000, that's expensive for an online program. We're not quite sure how that will play out. I mean we may test different price points. Everyone's going to get it as part of being ingenious network for free. One of the things that's in that program is because John, he sold his last company for 65 million and he helps companies with exits, how to set up an exit. Everyone's going to exit. Even if you do it half assed or strategically, at some point you're going to turn your company over to a family member, it's going to go bankrupt. You're going to sell it. I mean, there's a lot of different ways to look at it, but one of the most interesting parts of that program is the Rembrandts in the attic is what he looks for is where, you know, in the analogy he uses that if there was a house for sale and three people were bidding on like this $2 million house, but you knew that there was a Rembrandt in the attic and the other people did not, and the owner didn't, and the other people didn't, what would you be willing to, you know, pay for that? So everyone here has Rembrandts in the attic. And there are ways. And so what you talked about is basically how do. See, the thing with you talking about same footprint, same space. The way that I look at advertising, I learned marketing and carpet cleaning. Dean learned it in real estate because he was a real estate agent. And so we very much learned marketing in the same ways. We both needed to just survive. And then we stumbled across the same sort of things that we were studying. And I've always looked to this day is, you know, here in, let's say, Scottsdale, many of you are familiar with like Camelback and Scottsdale Road. How many of you in the room are familiar with that area? Camelback, okay, now, if you own an acre on the corner of Camelback and Scottsdale Road, you can put a trailer there or you can build, you know, Fashion Square Mall. When you're looking at a website, when you're looking on any sort of thing electronically, or a postcard or a billboard, it's just real estate. And what you do with that space and what you build there and what you say with words and with offers has everything to do with how valuable that is going to become for you. And a lot of people, they just don't see this massive value that you have sitting in your client base and your relationships in your business with how you use it. Mike, grab the mic. If you could give Mike a mic.

All right, so I'm going to ask.

Cameron this question because I think it'll be useful for everyone. Cameron, you just said that was a $2.5 million idea. I want to hear what was your lens? What was worth $2.5 million right now? Because I don't think everyone heard that or registered. I want to know your interpretation.

Sure.

So I've got two things. There's my high level coaching program where I'm 80,000 a year to coach somebody three hours a month. And I've got clients all over the world. That I've been coaching for 11 years. So I'm leaving way too many of the prospects on the table that are coming in and they're just falling away. Second one is the COO alliance, which is the only network of its kind in the world for the second in command. Again, the market is so big where everyone's going after the entrepreneur and I just want their second in command to be in the program again. It's more of the who than. So I've been blocked on that, but there's so much money sitting there and I've been trying to solve it. So I'm literally sketching out now the ideas. And then the third is with some of my high level clients. Like one of my clients just raised 255 million from Warburg Pincus. It's actually taking this content and I've coached them for four and a half years to get there. It's taking this content back to them and leveraging it up again. And I have positions with them.

So what are the lessons? That's what I'm asking, not your interpretation. But what are the key two lessons?

Oh, I guess one is look for how much you're leaving on the table as the bigger opportunity. So instead of me saying like, how do I market my business better? I'm leaving all this money on the table. There's way too much money there for me to be trying to solve it. It's partner with someone. Second one is to actually teach this stuff so I can actually multiply it with all my clients as well.

All right, that's great.

Let's not go too crazy on the Q and A because I want to make sure we cover this in the time frame. But yeah, I got this from you. Joe used Dean's nine word email last year to fill a mastermind in 14 days. The email went something like getting together with a small group for a mastermind in May. Would you like to join us? It went to 200 members. 70 of them responded saying, you know, yes, I do, or what's the cost? Details, whatever. And we filled it, seven people out of that 70 paid 18 grand electronically within like 14 days.

Yeah, perfect.

And by the way, it even happened with Jennifer Hoodie. So when we did the nine word email thing and everyone can go and watch that, we have that on the member the membership site. And then we did a I love marketing episode, which let's include that episode in the follow up that everyone will get here so you can listen to it on how to do a nine word email because Almost every single person here. If you just do a nine word email, because a lot of people are like, what the hell are you talking about? What's this nine word email? It's not very complicated, but if you take an hour to listen to this episode that we did, you will get it. You will get it, you will understand it, you will be able to use it. And with Dean here talking about all of this, I can't imagine that alone will not pay for your investment in Genius Network. In maybe one mailing of doing a nine word email. I mean, we've had people that I can't figure out how to fill up this event that I'm doing in April. And it's like, we'll do this and then boom, you know, There you go, Ben.

Yeah, so just to jump on as well. So when Dean said that the business owner of the hotel looked at where his customers were leaving his business, I was thinking, in my business where my customer's going after, they may buy a supplement or a course or something where a lot of my customers going that I could be capturing additional revenue or great products for. And so I'm an expert in genetics and epigenetics. So I am constantly referring and telling people about go to 23andMe or ancestry.com and get your genetics test and then come and get my program. Well, idiot, I mean, I've been working on developing our own genetic test for a long time, but you just lit a big fire into my ass to get going and to launch this thing because I looked. Ancestry DNA test is the number one selling product on Amazon right now. Number one. So we need to get going on that. So I would say really look at your business and look where your customers are taking your product, which is great, but where are they leaving? What is really, really relevant that you can bring in in your own house.

So let's do this. Let's take people through this. If we could. Anything else you want to say to frame stuff? Because I'd like to show a couple of examples. No, those are good.

We'll illustrate it with. We've got the two examples, yours.

So why don't we put mine up first? Mike, if you could. So everyone has in front of them and those of you that are watching this on Facebook Live what we're going to do. So let me just read it so you're clear.

It's.

It says the one page marketing plan. The following is a condensed version of the ELF Easy lucrative fund marketing plan. This one page marketing plan alone, when implemented and executed upon could be easily worth $25,000 to you and your business. Well, of course, for some of you, one of the things we're going to be providing also for ourselves and for you is to start tracking what you're actually getting out of Genius Network. So return on Genius. And my sense is the business that you're really in is. What business are you in, Darrell?

Manufacturing and software.

Okay. What business are you in, Walter?

Education.

What about you?

Obviously it's not that it's something, it's a trick question. Yeah, she's not falling for it. Selling ourselves.

We're in the arithmetic business. You're all in the math business. Right. So if you can make the math now, look, you're still in manufacturing. Yeah, we got. But the point is, I want you to think about. You're in actually the arithmetic business when it comes to money. And the example that Dean gave with the MGM was how to look at the math, how to look at the arithmetic, how to look at the economics. And so I cannot stand looking at P&LS. I mean, my eyes glaze over. But I love marketing math because if you can make the math work, I mean, why do I have a $25,000 a year program? If I was selling a $25 product, how many would I need to sell in order to make $25,000? 1,000. Would I rather have one client or 1,000 now? It depends the business that you're in. I mean, because it makes sense to actually have. I mean, we have. I love marketing. Right. We've had millions of downloads of our podcast. So those people pay us nothing. Are we leveraging that as well as we can? Absolutely not. I mean, we could probably have a multi million dollar business if we layered some things on that. So part of the thing that me and Dean are going to do is we're going to recreate what we've done. But as we do it, we're going to show you guys how we are doing it and how you could apply this to your business as we go on. So we're all doing this game together. It's a whole new game in the way that I want to actually look at this sort of stuff. Stuff. But with the math here, this will be worth millions to you. So let's say in 10 years, I'm just using Genius Network as an example. You invest $25,000 a year for 10 years, you will pay $250,000. Right. Is the financial investment into that. But with this sort of stuff over and over again, that return in 10 years. I would venture to say it's probably going to be worth at least 100 times that. 250. $50,000 maybe, for some people. So I want to know what you're doing and how you're doing it. So I'm going to work with Dean to create a return on Genius tool so we can actually track for some people. What are you actually doing so that we can better take this. I want to crowdsource the most brilliant things that are being done in Genius Network and then share them within the Genius Network group so that everyone else could use it. I mean, that'll be like the most amazing thing. So this starts with my ideal client. So the reason you want to pick your ideal client, Speak to the first profit activator.

Select a single target market.

Yes. What do you mean by that?

At a time, that's what we're saying. When you're going to get crystal clear that whenever you're making an offer, whenever you're deciding what it is that you're going to do, it's always so much easier when you've got a crystal clear picture of who it is that you're trying to attract with this.

Yeah. So for instance, one of the things, like if I went to carpet and upholstery cleaners and restoration companies as an example, like a carpet cleaner, the reason I did so well, I sold tens of millions of dollars worth of courses to carpet and upholstery cleaners because the carpet cleaning industry couldn't afford. Nor would that would a Tony Robbins be interested in going to carpet cleaner. So you can go into niches where there's no competition, because the big gurus and everything. If you want to be in that business, the dancing bear business, you basically pick a niche, select a single target market. Like you're targeting yours to dentists and who else?

Orthodontist, specifically.

Orthodontist specifically.

Yeah.

That's a target market. So for here, this says my idea. Now, this is for Genius Network. Right. So it's like, well, there's all kinds of different industries in here, so within different businesses. Who do I want? My ideal client is talented, successful, ambitious, giving, contributing entrepreneurs that want to grow their business, reach, impact and results, and are committed to showing up and putting in the money, energy and resources to be a better elf entrepreneur. I'll just read all of them, we'll read yours, and we'll let everyone fill them out. And I'm offering them free marketing and entrepreneurial education with the Genius Network podcast. I Love marketing podcasts. 10x talk as well as the highest level groups in the world with Genius Network and Genius X, they can easily get what I'm offering by listening for free online or via itunes and stitcher etc. Or with genius Network and Genius X by emailing or calling us to qualify and apply. And I develop a fun, lucrative and long term relationship with them by or with giving away better info for free than what many people have to pay for. As well as having Genius Network be a three year program where they develop an elf marketing plan, manage their money more effectively and look at their business from the perspective of exiting elegantly. So that's like a current thing of how to develop an ELF relationship with them. So let's go through yours.

So that's focus for one target market and you could do this for any target market that you're thinking of. So here's another, here's a different example. For me, this came out of a thought process that I went through. One of the things we've been doing in Game Changer with Dan Sullivan is this whole concept of creating a thousand who'd up hours. We call them hours where you replace yourself with, with. With a who somebody else to do the things. And I've been working on that for, for years. So when I did the math on it, my total involvement in my, my base business is at 417 hours is what it takes of my involvement to run the business. So I already had the thousand hours. But putting that kind of quantifying it like that, thinking about it as capital, like intellectual capital or time capital, to think as an investor in a way of how am I going to allocate these thousand hours for the highest return. And I decided this was literally Thanksgiving, the week of Thanksgiving. I decided, okay, I'm going to allocate 20% of that time to doing the thing that I love to do, the best that gets the biggest impact, which is working with people one on one. And so I decided I don't want to do that all the time. I wouldn't want to wake up every day and all day just be working with people one on one. But I really do enjoy it and I want to do it in a contained way. So I decided 200 hours I'll allocate for that. And I thought, okay, now what would be a dream come true? Who would I like to work with on this? It's going to be people that already know me, that are people who are applying the profit activators in some way. They're aware of it. They buy into it. They've been listening to our podcasts, all of that stuff, and they've got a big vision that they want to grow their business. So when I look at this, my ideal client is a growth minded entrepreneur who already knows who I am, is applying the profit activators to the business. And I'm offering to work with them one on one to help deliver the best, develop the best specific strategies to create breakthroughs in the before unit, during unit, and after unit. They can easily get what I'm offering by replying to the email I send to invite them. And I develop a fun, lucrative and long term relationship with them by identifying the most lucrative breakthrough opportunities and focus on delivering and documenting results. So this is, it's crystal clear now of what I'm trying to accomplish. Right. So now with that in mind, then I thought, well, how do I invite people? So I wrote an email that we send out and I'm just going to show you exactly the emails that we used. And keep in mind that all this happened literally from, it's all conceived and executed in the same day. Literally from the moment that I sent the first email to the time the first person is in for. This was seven minutes from the time the email arrived and the exchange of, of telling them about it. So here's the email. Oh, can we. No. Oh, I can't. Oh, I'm just looking at the angle there. Okay, so the subject line was coaching. I put somebody's first name, John. I'm putting together a coaching group for the next year where I'm going to work with a handful of private clients one on one. Would you like to work with me, Dean? That's it right now. Let back up for that for a second because the thing is, when I talk about this, that I mentioned, there are only two time frames now or not now. What I'm looking for are the people who already are convinced enough that this would be a good thing to do. I'm not looking to convince somebody to work with me. I'm not trying to convince them that this is the thing to do. And in my world there are, there's. And in your world there are people who already know you already, like you already would love to further their relationship with you at the highest level. If you just ask them, if you just presented them with the opportunity and invited them to do it. So I did that. And then when they reply and everybody replies and says, oh, sounds great, how would that work? I'd love to, to do that, do.

You need to get up in Order to read it.

Yeah, maybe I should. Okay, so then I sent out the email. John, thanks for connecting. Here's what I'm doing with my private coaching group. In my experience running a traditional Mastermind group with three times a year meetings and group calls, I find the fastest breakthroughs always happen when we're working one on one. So this year I'm going to work with a handful of private clients in a flexible individual way. We'll start with a two hour deep dive to map out your breakthrough blueprint for each of the eight profit activators and build an action plan for what's going to create the biggest impact right now. Then you'll have eight additional hours of one on one time. We can use however you like. We can talk for an hour every week for eight weeks or once a month for eight months, or anything in between. Or if you want to come spend a half day or more with me in Florida, you can do that too. No, set pace, whatever's the best for what you need right now. You also get a golden ticket to any of the breakthrough blueprint events I'm doing anywhere in the world. So you can come to Orlando, Toronto, London, Amsterdam or Sydney to join a group Mastermind anytime you'd like. The program is $15,000. Just let me know you're in. I'm looking forward to working with you. So that's what I was saying. Literally seven minutes from sending out the first email, we had the first person who replied back and said I'm in. And then they just kept coming. And that's really been a really easy, lucrative and fun way to offer something to the people in your world right now that would love to do something just like that with you. I don't know that it's working one on one with you or working coming to private Mastermind with you or whatever it is. But what would be a dream come true for your clients? You know, I was sharing and this is why I want you guys, I want you to model this today. Like I think we could do this for you today, that you could think something like this, that you're offering to people who already know you and would love to work with you and craft an easy email very similar to that to invite them to do it. And if you could send that out tonight, that you could have results by tomorrow. I know it, I've seen it happen. With one of our breakthrough blueprint events, we had a doctor who we sent out the invitation to do a private retreat at his home, spend a weekend talking about what they work on people with. And we went through this process, as we're describing the longer email that describes what it is always thinking from their perspective, what would be a dream come true for them? Right. What would they really like to do? And so we crafted that. And he's putting in exactly what they would get in doing this weekend. Because I asked him, what would it be? What would they. What would be a dream come true for them if they. Well, if they could spend time personally with me and I could look at their labs and I could look at their medications and we can balance everything and get it all done and we could go in depth and answer their questions, all that stuff. So that. All written in a very conversational, one person at a time type of email. And the very first, first person that responded at that level to say they were in. It was an $8,000 weekend that he was doing. The very first person that responded back, the first line of the email was all caps, omg, exclamation, exclamation, this is a dream come true were the exact words that the guy said. You couldn't have scripted this any better. So he went on. He's done at least two that I know of these workshops and continues to do them as an ongoing thing.

You know, that's what I'm trying to say. Yeah.

But who thinks that you could. You have something like that right now that's there. That's that you could offer to people that would maybe be the highest level thing that you're doing or a higher level than what you normally do or something that people would just, if you invited them, maybe love.

Right. And if you take the time to actually think this through, if it does not come to you immediately, the process of thinking it through and asking yourself this question, that's how you're going to discover it. And by the way, if this stuff was so easy to figure out, there'd be no reason to do a group like this. There'd be no reason for us to. Yeah, I mean, this is the vast majority. If you go through this journey with us, you know, to use the Dan Sullivan thing about unfair advantage, you're going to have an unfair advantage over any of your competitors. And in many cases, you won't have any competitors except by perception. You know what I mean? Because they're just not going to understand this. They're not going to go underneath the iceberg. And the beauty of this sort of elf marketing system is it's totally under the radar.

I was just going to say that.

Even if they see like an email. Even if they see they're not going to fully get the psychology behind what this is. And the beauty of it is so much of this process is automated, so it doesn't require. And by the time you're going to talk to somebody, think about how well positioned they are and you put something out there and they're asking to be sold, you're not, you know, it's not pushing a string uphill. It's, you know, it's. So you always want to have the gravitational pull of your marketing. If you think of it like a mountain, okay, here's a mountain. And so here's a, you know, to use like the Dan Kennedy term, if this is like a mountain, you have to get over the mountain to the gold at the other side of the rainbow to the, you know, convert. So over here you have an annoying pest if you're just a cold call to a welcome guest. And so you want to get as close to the welcome guest as you can using this sort of engagement process because you want to be on the other side of the hill. And so, for instance, if you're going to offer something like this, it could be inviting them onto a webinar as an example. And if, you know, Jason, you know what I really want to do? I'm sitting there thinking about, you got Joe Weldon sitting here. You got National Speakers association, you got all these people that are speakers and in that world that know Joel Weldon. And if he just had the right nine word email to the sphere of influence that he has access to that can be endorsed through all of the people that you've done speeches to, you now have your speaking success program, which before Genius Network, Joel, his way of making money, he's done very well. He's built a very successful life in a successful business and he's a happy guy and he's in great physical shape and all this stuff. He never had a replicatable Joel in a box. You know, he never had that until he started hanging around all these crazy marketers and that could be delivered to so many people in an automated way. Just following the process that we're talking about here. I mean, it's a multi million dollar business and you've got all these relationships that you could do it with that you can endorse it. So I'd love to actually see Joel utilize this in as crazy as this sounds, because he has socks that are older than me, right? And if you can say you can teach an old dog new tricks and you can Give you this. It's a great case study. So I don't really want to help Joel financially. Right. No, no, no. I'm just. I'm totally messing around. And by the way, he gives me that verbiage to say so that I feel like it's acceptable to say it. But then if you don't know that, it actually sounds like I'm really dissing on him. So it's kind of a weird sort of like, thing here. But no, like jib do. Yeah. Unlike. Exactly. You want much, much. Yeah.

His wife says so.

Jim, I'm behaving so well.

Yeah.

Yeah. It's. It's all historical, basically. So. No, but. So everyone here. I want to see an application. So how many of you immediately get and see an application right now? How many of you are still fuzzy about it? Like, I don't really know. Okay. Well, then I guess everyone else who didn't raise their hands. So, Dino, two things. Number one, I'm hoping that emails and all this stuff, these just for example. Yeah. We can share examples. Sure.

Yeah, that'd be okay because I actually.

Put my phone in the box and I can't take a picture of the screen, so.

Yeah.

And I can't write fast forward.

That's why we had you put the funds in the box. Right.

Secondly, and just your experience of doing this, like, how regular can you do this? Have you seen it done before? It becomes once in a lifetime thing.

And what I'm talking about right now, the first thing is brand new snow. I'm saying that's the first time I'd ever made that offer. Right. Because I just thought of it on Thanksgiving week. But I do it for. For my breakthrough blueprint events I've been doing for six and a half years now. The exact same email to people saying, hey, I'm doing Marketing Mastermind in Orlando next month. We're going to spend three days going deep and plying the eight profit activators. Would you like to join us? Every single month and you see these things. It never gets old, you know, I mean, it doesn't. I keep thinking, you know, well, maybe it'll run out. But it's always now for somebody. That's the thing.

Yeah. You know, I hear something that I actually think to be true. And I'd like to hear your advice on this or what your thoughts on this. I've spent, you know, the last 25 years of my life hanging around with a bunch of marketers and studying from some of the world's greatest and building this group. And I will tell you, the people that make the most money from marketing are actually not the ones that teach it. I actually think a guy, you got Troy here, you got your plastic anti plastic business, you give a guy like him who's not immersed in a thousand different marketing tricks, just a methodology and not the distraction of all the other shit. He's more apt. It'll take a while because a lot of people are like, well, I don't get this marketing. I'm not a copywriter, I don't understand this. I actually believe the people that aren't world class marketers and their world is not teaching marketing, other people are using it. But like the problem with being in the marketing world and I'm looking at you guys because we're immersed in all of these ideas. It's such a. There's so many different things, things you can do that you have like all these different possibilities and it's this endless thing. Whereas you give it to just a business owner who's got something that they can sell, develop and build. And you're like, see, this is not. And the reason I'm saying this is because you said how many times could you use this? The whole reason I want to frame this as an elf marketing plan is I don't actually want this to be an episodic campaign because you'll hear things here where someone did this one, one thing. You'll go apply that idea and then you'll go do whatever and you'll just maybe do it once or twice. I want this to actually to be a way of being. I want this to be a. This is how you do your marketing. And it continually improves. It's like this whole process of continual improvement. So you can learn this skill, this capability, this framing, this framework. I mean even the before, during and after. I mean when I was, when I was on the plane with Dean, he was talking to me about context. And it made me realize that all of the stuff that we had been talking about I had not even been doing. And he was letting your framework. And I'm like, God, it's like this framework, you don't just have your business. Your business is three different parts. Some people are really great in the before unit, but they suck in the during unit and they suck in the after unit. Some people are really great if they could get a lead if they have a client, but they don't know how to get enough. So if you look at your business as three separate units and you focus on those in a different. It's like it changes everything. So I want this conversation. See, there's no way to download two decades of marketing experience in a session. But we can start with you, at least this one tool and then say, let's be on this journey together. And that's why I really want this first year to be looked at as foundation, second year growth, third year acceleration. Although we hope that you get all of that as quickly as possible. But I don't want this to put anyone in the gap where you're like, oh my God, I didn't get all this done and I didn't make a million dollars within two weeks of sending out a nine word email. I mean, you know, that may happen for someone, but it's unlikely it's going to happen for most of you. So this is just an invitation to start this process. Now I have a dilemma because we need to break. We also need to have everyone fill out the tool. We have people watching us that are genius network members live on Facebook live. And by the way, I should have announced this earlier. Let me just don't make dinner plans tonight because we're doing dinner here. It's being catered here. That'll be at 6pm okay. So it'll make it easy for you to eat and the food's going to be delicious. So that being said, there's so much more I'd like to say, but we do need to give everyone a break. So my thinking is we just direct everyone to do this and we take a 10 minute break or maybe even do a shorter break. Maybe like a five minute break. Let's have you come back and fill this out and then we'll do any Q and A because I would like to have Joel give his 10 minute talk today unless we decide to put it off till tomorrow. But if we can get the timing, I think it'd be a real good tie in with what we're doing here.

Perfect.

Is there anything you'd like to say to.

So I'd like to see. Yeah, I'd like when we go through this, if anybody thinks like this is something that you could do tonight, that you could send out an email tonight, then let's maybe when we're sharing some of these that we could brainstorm the actual email that you're going to send. You know, I'd love to. Okay.

Okay, great. So can we do this? For those of you at home, here's the thing. Were you able to put the tool on Facebook? Not me, but Gina would be the one downstairs. My best sell yeah and even if Gina just put the questions Eunice and typed them up for people on Facebook basically you're going to fill out my ideal client is and I'm offering them they can easily get what I'm offering by and then and I develop a fun lucrative and long term relationship buy with and we can actually put on so and we will give you examples of all of this stuff so can we do a quick five minute break and then be back in here and then we'll have everyone fill out the tool we'll take a few minutes to fill this out. Okay and those of you watching at home thank you very much. Good luck with your first elf marketing plan. Okay I hope you found that video awesome and useful. So if you want to get a free copy of my book I want you to click here and if you want to watch some more videos that will be useful and awesome click here. Go ahead. You're over here. Do it now. Come on. Thank you. Watch them.